The DAA Principles are the self-regulatory rules that major online advertising trade associations agreed upon as baseline standards for companies engaged in interest-based advertising (IBA). As of January 2018, the DAA Principles consist of four documents:

1. The Self-Regulatory Principles for Online Behavioral Advertising

2. The Self-Regulatory Principles for Multi-Site Data

3. The Application of Self-Regulatory Principles to the Mobile Environment

4. The Application of the Self-Regulatory Principles of Transparency and Control to Data Used Across Devices

These privacy principles cover IBA on the desktop and mobile web, in mobile applications, and in the cross-device context. Importantly, they include rules about transparency (ensuring that consumers have up-front notice when IBA is taking place) and choice (requiring companies to allow consumers to opt out of IBA). The Principles are self-regulatory in nature, which means that the online advertising industry has together agreed to abide by this set of best practices for IBA online. The Accountability Program enforces industry's commitment to these rules through formal actions.

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